“Stop Yelling and Start Weaving”
Marketing Communicating in a Relationship Economy
The Next Web Conference June 2007, Amsterdam
Deborah Schultz
www.deborahschultz.com

We are inherently social animals

Way way past
Life was simple

Recent past – Tribe moves away

phone, email, god more email??!!
No more email

Present The world is your oyster

The Flickrverse

The medium is the
complex, light and diverse
relationship

Your are connecting
everywhere, anytime

But are these relationships “real”?

God, I hope so!

I Love My Online
Friends!!
And they trackback...

We live again in a relationship economy
Transactions are the by-products of healthy relationships. The global economy
is shifting from a mass media, consumer mass-marketing model to one that is
far more emergent and decentralized. The involuntary loyalty of \"sticky\" services
is falling victim to the far preferable voluntary loyalty won through
responsiveness, quality, excellent service, reliability and trustworthiness.
Sometimes, transactions don't matter.
-Jerry Michalski

Everything old is new.....back to relating

Relationships are hard and
messy and subtle

They come to your aid when you least expect
em in weird and wonderful ways

Think of it as
relationship bricolage
“Bricolage is what tinkers do-
collecting odd bits of stuff they
think may be potentially
useful, then using whatever
bits seem to work in the
context of some later repair
job. Simple. And yet profound.
Because the bits the bricoleur
ends up using were not
designed for the use they end
up being put to”.
Chris Locke

You never know which of your online contacts can
impact you when and how

Sadly most organizations are
silos and transaction driven

We are organic and social

deb, it’s john thanks for
deb, get an n95
email on new features sent
to dev team
anyone know a place to best place to
eat in amsterdam? get a drink around
We Weave here?
between networks within networks
over and around
woot - we
launched!
John - when you guys
launching your new API?

When you weave,
cool shit happens

www.VirtualCapacity.com

Companion Gardening
Plants can benefit from having
certain other plants close by in
the garden. You can create the
right mix to benefit the whole
garden.
“Connect on your similarities and
profit from your diversities!”
-Valdis Krebs

Skills of the Weaver:
• Listener
• Connector
• Critic
• Partial geek
• Detective
• Catalyst
• Diplomat
• Juggler
• Approachable
• Intuitive
• Inquisitive
• driven by relationships

How do you tune your weaving?
• Be real • Know when to “let it go”
• Jump in • Be human - multi dimensional
• Get transparent • Create opportunities to socialize
• Find your communities - online & • The love you give is equal to the
offline love you get
• Be a catalyst • Listen. Rinse. Repeat

In fact, this presentation was “woven” via:
• Sean/Ace - keeping me real on the east coast “thang”
• Kevin Marks - for link to Visual Complexity sent via sidekick
• The fabulous “amateur” photographers on flickr: ok2go, michele thompson,
escapes, gustavg, misterbisson
• My blog feed friends for thinking out-loud: Doc, Clay, Cory, Carfi, JP, Canter, Blonde2.0,
Ken, Leisa Reichelt, Liz Strauss, Valdis Krebs and too many more to mention
• My twitter friends for procrastination aids - you know who you are
• Chris Brogan/Niro - BlogTv inspiration/screenshot
• Uri Baruchin - flickr email - his visual presentation style
• The passionate Andrew Rasiej and Personal Democracy Forum
• Hugh McLeod - for keeping it real
• Jerry Michalski - for quote during skype call on upcoming Supernova conference

So get out there and relate
it’s in your nature!
you wont be sorry

Be human!

Thanks, btw
Deborah Schultz
www.deborahschultz.com

Photo Credits
• http://www.flickr.com/photos/maisonbisson/89704297/
• http://www.flickr.com/photos/gustavog/9708628/in/set-222111/
• http://www.networkweaving.com/blog/2007/04/companion-planting.html
• http://www.flickr.com/photos/aoisakana/264436278/
• http://www.flickr.com/photos/wyoming_1/169390155/
• http://www.flickr.com/photos/eyefruit/179553810/
• http://www.VirtualCapacity.com
• http://rdanderson.com/macgyver/photos/photos.htm
• www.gapingvoid.com/Moveable_Type/archives/003948.html